Beauty Therapy Essay代写-中国化妆品市场分析

发表时间:2015-10-08

‘Cosmetic' are not strange to everyone,
even though some people don't use them. They definitely hear about them.
Cosmetics were invented in thousands years ago. When cosmetics were introduced,
they were considered as exclusive things used by female. In those times, only
few kinds of cosmetics existed. Some people believe cosmetics are limited by
some sorts such as perfume, makeup. Actually, cosmetics come in many forms.
Except for perfume and makeup, they comprise of shampoo, soap, lotion and
others. Cosmetics are used to care for and clean people' body, maintain people
in a well condition and enhance people' beauty (Kumar et al., 2006). For instance,
the goal of sun protection is to keep out UV and reduce the risk of getting
skin cancer. .

In the past, men used cosmetics to dress
up would be treated effeminate. Certainly, people didn't hear about men's
cosmetic advertising. Nowadays, the reality has gradually changed. The
cosmetics have not been the patent of women. Men and kids join in group of
using cosmetics. The number is increasingly growing up. Estée Lauder as the
first women's cosmetic companies tried to enter the male cosmetic market in 1964.
After 1year trial, it came out with Aramis and an entire line for men's skin.
(Alpern) In cosmetic market, thousands of cosmetics for men and kid are
available. In past ten year, cosmetic companies launched some products that
were suitable for both men and women. As men customers increase, companies
start to launch new product line for men. Exclusive perfume and cleansing foam
were designed for men. In order to target these emerging potential customers,
many cosmetic companies invest a lot on advertising through TV, beauty magazine
and others. The aim of the advertisement is to convey the idea that cosmetics
are not girly products. Some big cosmetic companies employ famous actors or
sportsmen to promote products through positive imagery. It lets men believe
that using cosmetics is very normal. (Souiden and Diagne, 2009)

The cosmetic industry is one of the most
competitive industries all over the world because more than 300 cosmetic brands
exist in the market. Most of these companies utilize great number of resource
in Research and development to launch new products every year in order to meet
ever-changing customers' need and demand. Innovation is fundamental to survival
and success of cosmetic companies. (Kumar et al., 2006) To stay vantage point
during fierce competition, cosmetic companies should create value to customers.

China is the countries with the largest
population in the world it makes up one-fifth of the world's population. The
population growth rate of China is 0.629% in 2008 with a current average life
expectancy of 73.18. Men possess 51.8% of the total population whereas women
possess 48.2%. (Nancy E, 2008) Chinese paying more attention to beauty can date
back to ancientry. It has already deeply rooted in Chinese culture. In Chinese
poetry and art, beauty has always been extol (Newham, 2006)

Before the reform and open door policy
were implemented, China' economy was very not good. Most of income of Chinese
was spent on food, transportation and house. They didn't have extra money to
buy cosmetics. Through proper economy' policies are carried out by Chinese
government, economy is booming is China and people living standard is
increasingly improved. People have more disposal income to spend on beauty.
More and more people absorb beauty information from different sources. Some of
them become ‘beauty professional'. They believe spending money on beauty as a
valuable investment. Attractive appearance and figure will assist them to get
benefits in career and social life, because everyone loves beauty. (World Wide
Watch: China)

In order to join World Trade Organization
(WTO), Chinese government reduced import tariffs. Due to reduction of import
tariffs, cosmetic's import was increased 160% from 1996% to 2001. (Li,2003)
Since 2001 China has entered WTO, it provided a good opportunity for foreign
cosmetic companies to access China' market. For these companies, China is a big
emerging market due to the largest population. In saturation market such as
Europe, cosmetic companies are difficult to boost their sales. Many foreign
companies joint venture with domestic manufacturers through advanced technology
along with products and huge capital: and set up plants in coastal regions such
Guangdong province and Shanghai in China. Top twenty cosmetic brands have
flowed in China cosmetic market. (Asia Consulting) On the other hand, regarding
to domestic manufactures, they also gain benefits. For example, advanced technology
assists to effectively reduce production costs and improve product quality as
well.

Strong economic growth in China shock
people all over the world, but cosmetic market in China is growing faster than
China's economy. According to China's National Fragrance and Flavor industry
Association, cosmetic sales in China have increased by 16.6% to $4.2 billion in
year 2001. In year 2004, the sales jumped to 85 billion yuan. China is
considered as the second largest cosmetics market in Asia, and ranks no.8 worldwide.
Cosmetic spending was 1yuan during the early 1980s, but spending dramatically
went to 25 yuan in year 2000. Even in big famous cities Shanghai, Beijing, the
annual average spending on cosmetics was among 150-180 yuan (LI&FUNG
Research Centre, 2005) Compare development of cosmetic market among Asia,
growth rate of cosmetic market is significantly faster than other countries and
regions. (Figure 1). Even around the world, this kind of growth rate is
fantastic. Hence, “China is the market cosmetic companies will never give up.
China is one of the most important countries for our overseas business
operations; it is a huge market backed by a population of about 1.3 billion
about 10 times Japan's population.” (Tadakatsu Saito, Director of Shiseido)

Consumption tax introduced by the State
Administration of Taxation gave benefits to domestic cosmetic companies'
develop. 11 categories of goods such cigarette, car are subject to consumption.
The aim of consumption tax is to narrow the income up. The widening gap
currently became serious social problem in China. High-end cosmetic is subject
to 30% consumption tax, for basic cosmetic is subject to 0%. (Fang, 2005)
Actually, most of foreign brands are considered as luxury. For domestic
cosmetic companies, they can provide competitive price to customers. In areas
with lower income, it may be more attractive customers than foreign brands.

This essay is
an example of a student's work

Competition of China cosmetic market is
very intense because more than 300 brands exist. However, target markets of
domestic and foreign brands may be different. For example, customers in large
cities with a higher level of disposal income have a preference for famous
brands from foreign countries. Outsides the metropolitan area, however, many
customers are purchasing products produced by local companies. In 1980s, there
were more or less 40 cosmetic brands available in China cosmetic market. These
brands only offer limited products such as Shampoo, lipstick. Cosmetics like
perfume were used by few people. However, currently more than 300 brands can be
found in market In respect of types, skin-care products account for 35% of
total cosmetic output, hair-care products possess 28%, make-up products
perfumes are 29% and 28% respectively (Figure 2)

In earlier of 1990s, the regulations on
Cosmetics in China were very imperfect so that China cosmetic market was
jumbled. A huge number of small cosmetic enterprises raid the market healthy
development ( Li et al., 2004). Regulations on Cosmetics Hygiene Supervision
are the basic laws and regulations on cosmetics that were enacted by Ministry
of Health on November 13, 1989 and put into effect of January 1, 1990. They
include general provisions of cosmetics, hygiene supervision over cosmetic
manufacture, hygiene supervision over cosmetics distribution, the organ for
Hygiene supervision over cosmetics and its duties, penalties and supplementary
provisions. For instance, cosmetic ingredients must abide by standards set by
Regulations on Cosmetics Hygiene Supervision. Besides, with regard to labeling,
the regulations set down provisions. On the label of cosmetics, the name of the
product, the name of the producer and the serial number of the hygiene license
for the producer should be clearly stated. Lots of false advertisements existed
in the past exaggerate the effectiveness of the products to misguide customers.
Regulations ban false and misleading statements in advertisements (Regulations
Concerning the Hygiene Supervision Over Cosmetics) On the other hand, the
related authority actively attacks false advertisements. As rapidly development
of cosmetics, regulations gradually become complete. China cosmetic market is
standardization and is brought in line with international practice. Complete
regulations guarantee sound development cosmetic market. More and more cosmetic
manufacturers have corporate social responsibility consciously comply with
regulations.

With rapid China cosmetic market
development, cosmetic distribution channels are diversified. Different kinds of
modern retail distribution channels swarm into market. In the past, Chinese
customers bought cosmetics through supermarkets and hypermarkets. Most of
cosmetics they purchase were ‘basic' cosmetics such soap, shampoo. In that
time, scarce premium cosmetic brands were in the market due to high tariff.
Accounting to beauty retailing China 2005, 80% of cosmetics and toiletry sales
were completed through hypermarkets and supermarket. Except for supermarket and
hypermarket, department store is the other major channel that is very popular
among Chinese customers. (Pitman, 2005). In China, cosmetic companies open
specialty counters on the first and second floors of department store. These
counters forming cosmetic area are convenient for customers. Not every cosmetic
brand is able to own specialty counters. The premise is that the brand should
have a wide range of products and distinctive brand name and images. Therefore,
customers believe cosmetics sold in department store have reliable quality and
can be safely used. Nowadays, various channels including Pharmacy chains,
specialty stores professional stores exist in the market. Specialty stores
provide professional services and full range of products of a particular
cosmetic brand. Actually, specialty stores in China are owned by former
cosmetic direct selling companies such as DHC. Because direct selling business
model is generally prohibited by China government unless license is given by
China government. Avon as a leading direct selling cosmetic company was
successfully granted direct selling license in year 2008. It's also the company
obtaining first direct selling license in China. For most of companies,
specialty stores as the effective way for them to adjust their business models
(LI&Fung research center, 2005)

Rapid development of China cosmetic
industry has went on over the last two decades. Cosmetics become the fifth
largest consumption products by Chinese customers. This market still has a
great room to develop and is far way saturation. There are two main reasons. On
one hand, China has a population of 1.3 billion so that it has a large
potential customer. China government has committed itself to develop the middle
and western part of China to balance the economic gap between east and west
China. The grand western development program is in process. The purchasing
power of west China will become strong in future. On the other hand, the
current capita annual spending on cosmetic of Chinese customers is still far
below that of developed countries. Capita annual spending on cosmetic of
Denmark and Sweden has reached €171 (Global Insight, 2007) China economy is
still booming so that people living standards will increasingly improve.
Customers will spend more money on cosmetics. For cosmetic companies, China is
expected as a market with enormous business opportunities. (LI&Fung
research center, 2005)

1.2 Why choose
Shanghai?

Shanghai has the world's fastest growing
economy. The population of Shanghai is about 16 million, financial income is
more than RMB 6 billion, GDP Per Capita is RMB 37,382 and average annual people
salary is about 21,781 in financial year 2001. (Zhao, 2005). Shanghai is the
biggest commercial city in China; GDP has continuously grown up in past 13
years. In year 2004, GDP growth rate has achieved 13.6% (Wu and Delong, 2006).
Shanghai alone accounts for a large proportion of the target markets for
cosmetics. Eastern coastal region is critical to the whole China's cosmetic
retail sector. At present, total cosmetic retail sales of Shanghai, Beijing,
Jiangsu province, Guangdong province, Zhejiang province and Shandong province
is up to 55% of nation cosmetic retail sales. Among them, Shanghai accounting
for 12% ranks first, followed by Beijing, Jiangsu province. ( HKTDC's China
cosmetic market report, 2008). Shanghai is just a city compared to one whole
province; cosmetic sales of it are still higher than that of province. It
proves that cosmetic used by Shanghai people is really popular.

Furthermore, Shanghai is viewed as
‘fashion capital' in China. In Asia, its status has gradually been enhanced. It
plays a key role on leading fashion in Asia. Many people believe Shanghai is
‘The Paris of the East'. Everything managing people's appearance and figure are
considered as fashion process. Hence, expect for apparel, cosmetic, jewelry and
others are parts of fashion people pursue. Cosmetic are used to enhance
people's beauty, exhibit their personality and aesthetic preference. (Guthrie
et al., 2008). Customers from other cities and province may imitate how
Shanghai customers make up, which facial cream brands they use.

Another main reason of choosing Shanghai
is that mostly cosmetic brands no matter international brands or domestic
brands can be found in Shanghai cosmetic market. According to the Shanghai
Commercial Information Center, Shanghai is not only a place of using cosmetics,
but also a major place producing cosmetics. Except for domestic manufacturers,
many foreign cosmetic companies set up plants in Shanghai. Shanghai has a sound
production environment. Most of suppliers, manufacturers are located nearly in
industrial area so that it facilitates communication and assists to reduce
transportation costs. (HKTDC ,2002)

As the economic and financial center of
China, Shanghai as locations of this study is selected. The findings of this
study can give an overall understanding of brand loyalty of Chinese customers
in cosmetic market. Shanghai may be more representative in contrast other
areas, because a huge number of people in Shanghai are from different cites and
areas of China. Hence, it ensures respondents of this study have different
background.

1.3 Why select
facial cream?

For this research I select facial cream
among thousands upon thousands cosmetics. The reason is that facial cream is
one of the popular cosmetics in China market and also has large market
potential. By contrast, cosmetics like shampoo, soap have already reached
saturation because growth rate is very slow (HKTDC,2002). According to figure
1, skincare products account for around 35% of cosmetics market share and still
are the main stream of cosmetic consumption. At the same time, skincare
products are the one with bigger market potential and highest profit in
cosmetics market. In the skincare segment, facial care is the largest product
category consumed by Chinese customers in China .Facial care includes facial
cream, facial cleanser, toners, masks and sun protection. Facial cream can be
categorized into moisturizer, whitening cream, anti-ageing cream, nourisher and
others depending on its function. Moisturizer and nourisher already constitute
nearly 71% of facial care market share (Fukuda, 2004). These cream are sold
well in China because of dry weather. On the other hand, the whitening cream in
China is supposed to be prevalent due to China's culture. White skin is one
standard characteristic of the Chinese concept of beauty. Chinese proverb say ‘
Yi Bai Zhe San Chou'. It means white can offset three uglity. Skin tone is very
important viewed by Chinese. Even though healthy skin is popular all over the
way, Chinese people are eager for white skin. (The China observer)

The demand of facial cream is expected
stably growing. Purchase rate and usage rate of these are relatively high in
contrast with other products. Therefore, target population may easier to be
accessed.

1.4 Problem
definition

The goal of business is to make as much
money as possible. Brand loyalty grants a great number of advantages to
companies for them to achieve goal. It prevents companies from competition
imitation and maintains business stability. On the other side, it gives
customers confidence to shop in a complex market. Because customers need not go
through decision process to decide which brand should purchase. (Tepeci, 1999).
Companies are able to charge higher price to loyal customers to maximize their
profitability. Actually loyal customers are less likely to affect by price increase.
(Kumar, 2002) Furthermore, companies enable to save funds on promotion and
acquisition costs to attract customers. Customers are loyal toward brands will
make repeat purchase in the future and make recommendation to their relatives
and friends. It provides efficient and effective way for companies to increase
their sales. Hence, establishing brand loyalty is the sustainable advantage
which will build the constant flow of customers, continuous profits for
companies, finally determine success of companies. (Coggins, 2009)

As China's economy roars ahead, lots of
cosmetic companies have entered China cosmetic market in order to seize this
attracting market share. One of fundamental reasons is that most of these
companies are difficult to increase sales in mature regions such as Western
Europe and America. On the contrary, in emerging market, a number of potential
customers companies will target. However, in accordance to China market
research group (CMR), many marketing executives complain brand loyalty cannot
be built among Chinese customers. (Rein, 2007) Importance of brand loyalty
should not be ignored. Because it lacks brand loyalty, consumers are readily to
switch to competitors' products. Cosmetic markers realize significance of brand
loyalty. When existing customers are not properly retained, new customers must
be continuously induced. Hence, companies are supposed to invest huge amounts
of advertising, promotion activities, and sales costs to seize new customers.
For example, companies have to carry out sale promotion to induce trial and
enhance their brand name as well. The expenditure of capturing new customers is
approximately six to ten times what spends on retaining current customers. (
Pogol, 2007)

Furthermore, brand loyal customers are
less likely to switch to other brands by price allure. Since they consider
brand they are loyal towards possess unique value that other brands cannot
replace. (Tepeci,1999) Due to meet customers' need, companies are able to keep
price at high among fierce competition. It reduces threat of price wars for
companies. In China, companies lack brand loyalty is really in danger.
Imitation is very rampant in many industries of China. Cosmetic market is no
exception. Imitator usually set quite low price to draw customers.

Moreover, customer spending tends to
increase over time. For example, customers who are loyal to facial cream of
particular brand are highly likely to try other product lines or new products
of the same brand. It provides a solid foundation to companies for new product
launch and reduces new product failure risk as well. Thus companies are able to
increase sales.

Importance of brand loyalty have already
recognized by marketer and researches. A number of studies were conducted in
this area. Why don't cosmetic companies to create customer brand loyalty?
Cosmetic companies cannot implement appropriate strategies to contribute brand
loyalty. Because cosmetic markers don't have clear understanding of which
factors play important role on affecting brand loyalty in cosmetic market. They
didn't make effort in right areas. Even many researches are about significance
of brand loyalty, few of them studies on factors creating brand loyalty.
Therefore, cosmetic marketers cannot obtain sufficient information to implement
appropriate marketing strategies to build brand loyalty.

1.5Research
questions:

Do any factors significantly affect brand
loyalty in cosmetic industry?

What is current brand loyalty level in
cosmetic industry?

Which cosmetic brand possesses the highest
brand loyalty level

1.6 Research
objectives

The objective of this research is twofold.
On one hand, the objective is to investigate main factors affecting brand
loyalty in cosmetic market. On the other hand, it identifies current brand
loyalty level of cosmetic industry in Shanghai. It can be treated as a
benchmark for cosmetic companies to compare their own brand loyalty level with
overall brand loyalty level to determine their positions in industry. At the
same time, the brand with the highest brand loyalty level is able to be
identified.

1.7 Significance
of study

This study will be a significant endeavor
in determine main factors contributing to brand loyalty in cosmetic industry.
By understanding major elements affecting brand loyalty, cosmetic companies are
able to develop their appropriate strategies to enhance brand loyalty to gain
competitive advantages in fierce competition.

This study will also assist cosmetic
companies to utilize limited resources to target areas such as marketing;
research and development (R&D) where critical affect brand loyalty in
cosmetic market.

Moreover, this research will provide
directions for cosmetic companies to set down their human resource policies
including recruitment, training, reward and promotion. For example, companies implement
training programs so that employees are able to serve customer better.

CHAPTER THREE

METHODOLOGY

3.0Introduction

This chapter illustrates an in-depth
description of the research methods used to implement this research. In this
part, source of data, sampling techniques and research instruments are
explained. This chapter is very important because it highlights adopted models
and methods utilized to answer the research questions.

3.1Source of Data

There are two main methods available for
data collection, the primary and secondary data collection methods. The primary
data consisted of data collected by the researcher to ensure validity and
reliability. Apart from conducting primary research, this study based its
analysis on existing data from professional organizations such as HKTDC as
supplements by published materials.This is because these organizations do
extensive work in the relevant areas of this research.

3.1.1Primary data

This research uses quantitative data in
the form of questionnaires. The quantitative data in form of questionnaires
consist of close and open ended questions and also questions based on
Likert-scales. The questionnaires cover all relevant areas needed for the
research such customer demographic, main factors affecting brand loyalty of
facial cream. Questionnaire is selected as a quantitative method for collecting
data because according to Oppenheim (1972) “Questionnaires are not merely just
forms to be filled up, but also are scientific instruments for collecting and
measurement of data.”

Developing a research questionnaire is a
bottom up process. Beside of questionnaire, a pilot study using interviews is
conducted with 40 customers who are shopping in shopping mall. Before they are
interviewed, they are asked do they use facial cream. Only users are selected
to do interviews. The aim of this pilot study is to develop the questionnaire
for this research. According to the respondents, factors influencing brand
loyalty of facial cream comprise of product quality, store environment, brand
name and service quality. Besides, the nature of service quality dimensions
directly relate to the industry under analysis. Information collected shows
that salesperson's professional knowledge, appearance (beauty) and
responsiveness are more importance to customers to identify whether the service
provided is excellent or not that will affect their brand loyalty toward
cosmetics. The information gathered from this pilot study indicates that Olay
(P&G), Dabao, Avon , L'Oreal Pond's(Uniliver) are familiar facial cream
brands. Furthermore, they also state brands like Shiseido, L'Oreal, Lancome and
Olay (P&G) are famous cosmetic brands. Moreover, respondents state they
usually purchase facial cream around two to three month one time based on their
own experience. Therefore these data collected are used to address specific
research problems in this study.

3.1.2 Secondary
Data

This refers to data that have been already
collected and analyzed by other people. The main purpose of retrieving these
data is to find a basis for the research and acknowledge the work of experts
who had contributed to the pertinent literature on the subject matter. This
study bases its analysis on existing data from professional organizations (e.g.
HKTDC) that do extensive work in the areas of China cosmetic industry and brand
loyalty in China. It provides information about overall development of China
cosmetic market. Furthermore, it identifies which kind of cosmetics is usually
used by Chinese customers. Hence, I'm able to select object to conduct this
study. Other secondary data sources used are journals, articles, dissertations,
newspapers and textbooks. Journal articles help to identify relevant variables
and develop theoretical framework.

3.2 Method

A self-administered questionnaire is
directly distributed to 200 customers aged from 20 -50 years old. Sample size
200 should be suitable for exploratory study. The questionnaire is originally
written in simple Chinese and then translated into English. According to
national statistics, customers who are 20-50 years old are the largest group of
cosmetic consumption in China. They account for around 76% of cosmetic
consumption of whole country. This age group selected lead that sample can be
more representative of the population. The surveys are conducted in Henglong
shopping mall and Eastern shopping mall where respectively locate in Nanjing
road and Xujiahui road that are the most important commercial centers in
Shanghai. Because not only people in downtown come to these two shopping mall,
but also a great number of people in suburb and country like to shopping in
there. Hence customers from different income groups can be accessed. In order
to ensure customers from suburb and country can be targeted, surveys are done
in Weekend. Compared to Weekday, proportion of customers from suburb and
country on Weekend is higher. Because customers have sufficient time to travel
to downtown on Weekend. Furthermore, Most of facial cream brands are available
in these two shopping centers. Quota sampling (non-probability sampling) is
utilized in this study. Gender is chose as control variable. Number of male is
80, others are female. Since female using facial cream is slightly higher than
male. Customers who are visually estimated to be 20 to 54 year old are
approached and asked to respond to the questions. To further ensure customers
with different income level to be targeted, questionnaires are distributed in
supermarket, specialty stores and beauty counters in shopping malls. To ensure
only customers using facial cream would be respondents of this research, I
politely ask them first to identify whether they are the target population. 100
of them are from Henglong shopping mall, others are from Xujiarui shopping
mall. Convenience sampling is the less expensive and faster and convenient
method. Respondents are accessible, easy to measure and cooperative. The
completed questionnaires are used for this research.

3.3Questionnaire

Overall, the questionnaire includes three
parts. Firstly, the questionnaire deals with demographic variables of
respondents. Variables such as age, education are considered. Second part
relates to customer brand loyalty of facial cream, the last part is concerning
factors affecting brand loyalty. The structure of the questionnaire is clear,
easy to understand, and straightforward to ensure that the respondents are able
answer the questions with ease.

3.3.1 Brand
loyalty

In this research, I use attitudinal
measures that are usually based on survey to identify the current brand loyalty
level of facial cream in Shanghai. As mentioned above, behavioral measures are
more sensitive to short-run fluctuations. The most important limitation of
behavioral measures is that they make no distinction between brand loyalty and
repeat buying. (Day, 1969). In this questionnaire, brand loyalty is measured on
brand preference, switching attitude toward loyal brand and purchase in
intention. The open-ended question is used to ask respondents to list out their
favorite brands of facial cream. Then five Likert scale question is set down to
identify respondents' degree of preference. Next part questions examine
switching attitude toward the loyal brand. Respondents are asked whether they
feel comfortable when they switch to other brands. Furthermore, other question
is relevant to respondents' willing to change to other brands. Five-point
Likert scale questions are also exercised to indicate respondents' degree of
agreement on each of the statement (1=strongly disagree; 5=strongly agree).
Regarding to purchase intention, respondents are asked to state how likely are
they purchase favorite brands in future. (1=no chance, 5=certain).

Target how many female and male

Target on customers of different income
group

Income based on report (中产阶级)

3.3.2 Factors
affecting brand loyalty

Four above mentioned variables (brand
name, product quality, store environment and service quality) are measured on a
five-point Likert scale using close-ended questions. Two questions are relevant
to brand name, four questions are about product quality, three questions are
asked about store environment, while three questions relate to service quality.
Respondents indicate the level of agreement with the statements that the best
describe their feeling toward their favorite brands, ranging from 1= strongly
disagree, 5=strongly agree.

3.3.3 Variable
scale

Variable

Scale

Demographic

Gender

Nominal

Age

Ordinal

Income

Ordinal

Education

Ordinal

Brand loyalty

Which brand of facial cream do you prefer
to use? (State one brand)

Open-ended question

What extents do you like given brand?

Five-point Likert scale

I would feel uncomfortable moving to
another brand

I would not like to change to another
brands

I will continue to purchase given brand in
future

Brand name

Five -point Likter scale

The prestigious brand name and image
attract me to purchase from the brand

I will trust famous brand compared to
unfamiliar brand

Store environment

Five-point Likter scale

The brand is located in areas where is
convenient for me to visit.

The brand has sufficient outlets

The store environment (temperature, music,
space) is comfortable for me to shopping